In today's techno savvy world where touch screens and
instant messaging are the norm, RIM - maker of the Blackberry smart phone and
the Blackberry Playbook, has had to change its market focus.
In a recent announcement, Thorsten Heins, CEO of RIM, has
recognized that the Blackberry cannot compete with the sleeker, sexier touch
screen devices that Apple and Android are putting out - a fact that has been
blatantly obvious the last few years.
Instead he has chosen to change the focus of the company. No
longer will they try to compete head-to-head with the big guns. Instead RIM
will focus efforts on what they do best - servicing business people.
RIM's business consumers are looking for tools to help them in their workplace
environment and still be appropriate for the home. Along with a physical
device, businesses need security. It is this high level of security that the
Blackberry smart phone is best known for. A fact that Blackberry's business
consumers appreciate and want to see continued. This is where RIM will find its
niche.
Although RIM is planning to focus on the niche area of
corporate security and software they are not abandoning their consumer market
or their devices. In fact we can look for their new Blackberry 10 lineup later
in the year.
Now that RIM has embraced its role as a niche service
provider we should hopefully, see some improvements and advances in its Blackberry products and services. Perhaps RIM will partner with different
companies to advance their product applications and make their Blackberry
lineup more functional.
